Colours, Vibrancy, and Flow: Crompton’s Holi Film
Crompton Greaves
Consumer Electricals
Crompton is one of India’s most trusted consumer durables brands, reaching over 10 crore households through a network of 3,14,000+ retailers. With a legacy spanning more than 85 years, the brand has consistently focused on delivering reliable, high-quality electrical solutions across appliances, lighting, and home infrastructure.
This was a repeat collaboration with Crompton. After working with them on an unboxing video, this project marked another step in an ongoing working relationship.
The Ask
Crompton approached us to create a Holi ad film with their water pump as the hero product.
The idea was simple: build the film around a high-energy Holi setting where the product naturally drives the celebration. The focus was on getting the balance right, keeping the story festive and engaging while clearly showing the product’s performance.
At the same time, the film needed to work as a Holi greeting, warm, familiar, and easy to connect with.
It was created for Instagram and YouTube, aimed at middle-class Indian families in colonies and societies, where Holi is less about individuals and more about the whole neighbourhood coming together.
The Execution
We handled the project end to end, from scripting to production to post.
The film was structured to follow a clear progression. It begins with the build-up to Holi, moves into the peak of the celebration, shows the product in action, and then transitions into everyday use after the festivities.
Instead of keeping the pump in the background, we placed it at the centre of the story. Every moment, from filling buckets and powering pichkaaris to supplying water across floors, was built around how the product performs in real-life situations.
The entire film was created using AI-generated visuals. This gave us the flexibility to build a large-scale festive setting while still keeping the narrative familiar and easy to follow.
Calvin, the Creative Director, led the visual direction. He shared detailed storyboards and worked through multiple rounds of refinement to ensure everything stayed aligned with Crompton’s brand tone.
We used a human voiceover to keep the film natural and relatable, matching the playful and light-hearted energy of the visuals.
Additional
Brownie Points for
Hiring IndieVisual
While production houses are aplenty, IndieVisual takes a unique tech-and-network-optimization approach towards meeting brands’ digital video needs. This allows us to be quick, effective, and professional in our approach, and also deliver video projects all across India.
The Final Result
We delivered a 60-second Holi ad film that blended celebration with product storytelling in a clean, easy-to-follow way.
The film highlighted:
Strong water flow and pressure
Multi-floor performance
Everyday usability beyond the festival
All without breaking the festive narrative.
The client was extremely happy with the final output, especially with how the product was integrated into the story without feeling forced.
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This project further strengthened our working relationship with Crompton and led to continued collaboration on subsequent campaigns.
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